Assignment Details

Brands are valuable assets that must be carefully developed and managed by companies. Brands are a key element in the relationship between the company and its consumers as they represent consumers' perceptions and feelings about products and services.

Brand elements are the visible parts such as the name, logo, slogan, symbol etc. which help consumers to distinguish between products and services. However, strong brands evoke lots of associations in consumers which support the positioning of the product or service in the market. Organisations should carefully develop an identity for each of their brands as this will provide consistency in the implementation of the marketing mix elements.

Brand equity is a measure of the value of a brand to the company. It is basically a set of assets that must be created and managed by the organisation.

Your task:

You are to take on the role of a marketing consultant for an airline of your choice. You can choose any local or international airline as long as there are sufficient data available in the public domain. The senior management of the airline wants you to investigate their brand and provide recommendations how they can increase their brand equity.

Your work should include:

- Analysis of the current brand identity of your chosen airline using the brand identity prism

- Identification of the main competitors, their strengths and weaknesses

- Critical evaluation of the current positioning of the airline in the market

- Justified and clear recommendations how the airline can increase brand equity based on an appropriate framework

- You should refer to relevant literature and theory throughout your answer

Your report should be no more than 800 words and written and presented in a professional way as appropriate for the senior management team